Paint that survives a lightning strike

Madcats created an ad campaign about MITKA paint that survives a lightning strike and travels through time. The challenge was to introduce a new brand to a super saturated market with a super demanding customer.

Madcats identified the main customer as a bossy man who does not know what IKEA is because he is used to doing everything with his own hands: he will disassemble a car for parts, and assemble a house from scratch.

People with such a practical worldview are quite conservative. They have favorite brands, proven by years of work. And they will not change their tastes just like that.

That is why the agency created a character who is able to win people’s trust, because he checks the properties of MITKA paint with his own hands. Meet Hennadiy Haika — host of the Do-It-Yourself show «Powerful Master».

The videos collected 2 million views in one month.